網路店家創業歷程之研究

The Study of Online Shops' Entrepreneurial Journey

周文瓊(Wen-Chiung Chou)

《行銷科學學報》 15卷2期 (2019/10) Pp. 171-198

https://doi.org/10.3966/181666012019101502004

摘要

本研究將以網路創業店家為研究標的，以「創業行銷」策略導向為理論核心，探究網路創業歷程中創業行銷對於企業績效的影響。並加入過去研究較為忽略的創業歷程的階段性觀點（Process Perspective），提出網路店家的創業模型，應用最小平方路徑模型（PLS Path Model）與拔靴重複採樣法（Bootstrap Resampling Procedure）驗證模型。研究結果指出，在網路經營的環境脈絡下，店家所展現的創業行銷導向內涵，對於其獲利與銷售都具有正向的影響。此結果延伸了在創業行銷導向，對於公司經營績效的正向表現之影響。但整體影響效果來看，行銷導向的影響大於創業精神的影響。再從歷程中各個階段進一步檢視，發現行銷導向效果依舊顯著於創業精神的表現，在成長期與成熟期更是如此，與過去創業相關研究中強調的創業精神應用效果，呈現明顯不同。

關鍵字

創業歷程 ； 創業行銷 ； 創業精神 ； 行銷導向 ； 網路店家

並列摘要

This research studies online shops' entrepreneurial journey and takes ＂entrepreneurship marketing＂ strategic orientation as the theoretical foundation to explore its impact on entrepreneurial performance. Moreover, we emphasize the dynamic perspective of entrepreneurship that was mostly neglected in the recent researches and then propose an entrepreneurial model of the online shops. We use the least square path model (PLS path model) and bootstrap resampling procedure to verify the model. The research results indicate that the activities of entrepreneurial marketing orientation exhibited by the store have a positive impact on its profit and sales. This result extends the influence of entrepreneurial marketing on the positive performance of company performance in the online business environment. But in terms of the overall impact, the marketing orientation contributes greater performance than the entrepreneurship. We look further from each stage of the entrepreneurial journey, and we find that the marketing-oriented impact is still more significant than entrepreneurship, especially in the growth stage and mature stage. These results are obviously different from the recent researches that emphasize the performance of entrepreneurship for the entrepreneurs and SMEs. Our results provide evidence not only for the importance of marketing oriented activities but the complementarity among entrepreneurship marketing, indicating that superior entrepreneurial performance emerges from its capability to align the entrepreneurial and marketing oriented activities.

並列關鍵字

entrepreneurial journey ； entrepreneurial marketing ； entrepreneurship ； marketing orientation ； online shops

參考文獻

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